The Best Sales Touchpoint Email Cadence
Are you/your reps feeling free enough to try new approaches — in a world that demands creative ways to grab attention and hold it?
Forcing reps to spam using cold email approaches built-to-fail is a poor way to manage reps. It sabotages results. If you cannot give sellers proper cold email and/or prospecting training at least give them freedom to experiment!
“I am managed closely for things such as touchpoints,” says an email from a tired, yet hopeful, seller this week.
I get a few of these each week — from sellers who are smart. Capable. Hard-working. But handcuffed.
“My managers are ok with me doing my own thing on the side as long as I can keep up,” says my latest diligent sales rep.
In other words, “As long as I can keep up — making my spam numbers!”
Beware: Holding sales reps accountable for volume of sales prospecting emails sent encourages spamming.
Better Meetings, Not More
Most sales professionals are measured on dials, emails sent, responses gained and appointments set. Especially inside sellers. But the true power of digital is helping sellers close more often by reducing wasted-time on phone or face-to-face qualification.
Qualification process can be improved using email and social. However, this takes a shift in goals: Placing quality of meetings above quantity of meetings. And this takes a commitment to giving reps freedom to experiment with scripts and communications techniques.
Inside or field sellers should not be gunning to set meetings faster. Instead, measure speed at setting qualified meetings ... meetings that close more often because they are held with buyers who are ready to buy.
Resist the temptation of asking, “What is the best sales email cadence?” Avoid using touchpoints as a cover word for spamming. Be aggressive, but be smart. Develop an aggressive way to communicate that honors prospects' time and gets the consideration you deserve.
Consider going slow, not rushing your meeting.
In fact, consider pushing back on meeting requests coming from prospects. Qualify them. That's the power of a good email cadence ... or sequence of qualifying messages.
The best sequence of email messages to send after the prospect says, “I'm interested” is a sequence of questions that further qualifies your eventual meeting.
What do you think?